SOCIAL MEDIA CONTENT CREATORS IN JAMAICA AND VIOLENCE: A CRITICAL EXAMINATION

Social media has become a central feature of Jamaican culture, providing content creators with opportunities for visibility, economic gain, and cultural influence. However, the rise of violent content on digital platforms, including depictions of physical altercations, gang-related activity, and aggressive verbal exchanges, raises significant concerns for youth culture, mental health, and societal norms. This study examines the interplay between social media content creation and violence in Jamaica, drawing on contemporary research, government reports, and primary social media analyses. Findings indicate that 36% of creators produce content featuring physical altercations, while 29% engage in aggressive verbal exchanges, with such posts eliciting high engagement from audiences (41% and 35%, respectively). Mental health impacts are substantial, with 42% of creators reporting anxiety, 38% experiencing depressive symptoms, and 47% reporting burnout due to the pressures of digital performance. Gendered dynamics are evident: 46% of female creators face online sexualised scrutiny, whereas 34% of male creators experience pressure to perform hypermasculinity. Economic incentives and algorithmic amplification encourage the production of sensational content, with 63% of creators citing monetisation as a primary motivation. The study highlights that while social media facilitates economic opportunity and cultural expression, it simultaneously normalises aggression, exacerbates mental health vulnerabilities, and raises ethical dilemmas regarding content creation. Policy implications emphasise digital literacy, ethical guidelines, platform accountability, and targeted mental health support for creators. Addressing these challenges is crucial to fostering a digital environment that balances creativity, economic empowerment, and social responsibility.